Tiesto may be a lot of things to a lot of people, but besides being a world renowned DJ, he’s also one of the biggest marketing machines of dance music. Using his success and multiplying it with reinvestment in brands and businesses, Tiesto has demonstrated the need to be a first class businessman dabbling in talent, brand and company expansion.
Tiesto was recently at CES in Las Vegas promoting his latest partnership with Audiofly, a new headphone company that’s set to give a fight to the competition. Whilst in Vegas, Billboard sat down with Tiesto to discuss his personal brand and corporate expansions. When asked about the basis of his brand selection, Tiesto explained that the process was very intimate and great caution is exercised when picking which brands to promote,
“I have to connect with the brand, and I have to stand by it. I have to be proud to be associated with it. I also like to work with people who are very passionate about what they do, because I am. I don’t really go out looking for a big brand, like Budweiser or something, some big deal, it’s not really about that. I like to work with things I use myself, you know, daily. Headphones made sense.”
As an industry leader for over a decade, Tiesto was also quizzed on the rise and fall of various sub genres. When asked about the next popular sub genre he replied,
“It’s hard to predict, and I try not to bother. What can you do? What do those genres even mean? EDM used to be a term for all of electronic dance music, but now it just means all the music that you’re not supposed to play. It became the new trance. It got popular, so now we’re all into deep house. And soon we’ll be over that. You can’t win. I wish we could have just stuck with EDM, honestly, because we finally had a term that captured everything in one big family, like jazz. But, no. We had to be hip.”
You can read the full interview over at Billboard.
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